Prudential Singapore Campaign from VaynerMedia Makes Money Talk through an AR Filter

Social-first digital agency, VaynerMedia, has conceptualised and launched the #PRUMoneyTalks campaign for their client, leading life insurance company Prudential Singapore ('Prudential'). The objective of the campaign was to create a unique experience that could prompt users to be more aware of how they use their money, and how this has an impact on themselves and the initiatives that they may choose to place their money in.

The campaign utilises an augmented reality (AR) filter that brings Singapore dollar notes to life. Users can simply open the filter on Instagram Story or Facebook Story, scan a $2, $5, $10 or $50 dollar note, and see a short, animated story unfold around the theme of each dollar note.

Click here to download and experience the filter on your mobile device, and remember to keep the volume on. Each story is based on the theme of the dollar note. The two-dollar note depicts a school that Singapore’s first president Yusof bin Ishak attended, and tells the story of how our first dollar notes educated us to save and spend mindfully. The five-dollar note, with the Garden City theme, showcases Singapore’s lush greenery while drawing awareness to the impact that our investments can have on the environment. The ten-dollar note, with the sports theme, parallels how planning for a life where we live till 100 years old requires a thorough strategy, similar to playing any sport. The fifty-dollar note with the arts theme depicts various ethnic groups in Singapore playing their multicultural instruments, showcasing how diversification is integral to both Singapore and our investments.

VaynerMedia engaged local art & tech collective Dude.sg to animate and develop the filter.

Dude.sg was the first in Asia to create a custom AR Instagram filter. One of their more popular works, the Squid Game Red Light, Green Light filter, went viral in October 2021 at the height of the Squid Game craze.

“Everyone is on their mobiles these days, so what better way to catch their attention than with a dynamic AR filter coupled with the dollar notes that all of us have in our pockets?” said VJ Anand, managing partner and head of creative, VaynerMedia APAC. “Through this campaign, we hope to push the boundaries of creative advertising beyond typical social posts to explore newer mediums that are increasingly integrated into our daily lives.”

Mr Goh Theng Kiat, chief customer officer, Prudential Singapore, said: “We’re pleased to partner VaynerMedia and local art & tech collective Dude.sg to provide Singaporeans with a fresh perspective on our dollar notes through an augmented reality experience. At the same time, the #PRUMoneyTalks campaign aims to get people to think more deeply about their savings and protection journeys, where they invest their money, and how they can build a world they want to live in.”

Users can find out more about the campaign here.